5 Vi­tal Com­po­nents Of A Highly-con­vert­ing PPC Ad

When it comes to pay-per click ad­ver­tis­ing, it re­ally does­n’t mat­ter how fancy your site is if peo­ple never get to see it.

PPC ads are an ex­tremely ef­fec­tive way to drive rel­e­vant traf­fic to your site and can gen­er­ate a sig­nif­i­cant profit if you do things right.

A great, highly-con­vert­ing PPC ad uses a com­bi­na­tion of best prac­tices and those lit­tle de­tails that make you stand out from the crowd.

How­ever, with only 25 char­ac­ters in the ti­tle and 35 char­ac­ters per line in the body, get­ting your mes­sage across can be a chal­lenge, es­pe­cially since there are other ads and or­ganic re­sults also com­pet­ing for peo­ple’s attention.

In this post we’ll go over the five vi­tal com­po­nents of a click­able, highly-con­vert­ing PPC ad.

1. Pow­er­ful keywords

PPC ads re­volve around key­words so use your most pow­er­ful ones in your ad­verts in or­der to tar­get the right au­di­ence. How­ever, you also need to use them in the ti­tle and body de­scrip­tion of your ad for max­i­mum impact.

When a term some­one has searched for ap­pears in a PPC ad, it’s high­lighted bold, mak­ing it much more noticeable.

You can prob­a­bly tell the ads be­low were re­turned af­ter a search for „pet in­sur­ance” and you can see how the term stands out.

Make sure you in­clude key­words in your ads as well as well as us­ing them to tar­get your campaigns.

2. Eye-catch­ing headlines

The ti­tle of your PPC ad, the part that’s blue and un­der­lined, is one of the first thing peo­ple see when they run a search on Google so it’s your chance to get noticed.

To cap­ture peo­ple’s at­ten­tion and get them to click, your head­line needs to be clear, catchy and to the point - avoid clever head­lines as these are of­ten confusing.

Take a look at these two ex­am­ples gen­er­ated by the phrase „watches for women”:

They’re not mys­te­ri­ous. On the con­trary, they’re ex­tremely spe­cific and clear: „Top Brand Watches At Low Prices” and „Up to 50% Off De­signer Watches” let peo­ple know ex­actly what to expect.

3. Highly rel­e­vant descriptions

The two lines of text un­der the head­line are the PPC ad’s description.

A great de­scrip­tion be­gins to sell the cus­tomer on the prod­uct and should give a clear idea of what they are click­ing on and what they will find on your site.

You want your de­scrip­tion to get the searcher to think that’s ex­actly what I’m look­ing for”.

See the two be­low ex­am­ples to get an idea of what makes a great description:

Not only do both in­clude the key­words in the de­scrip­tions but one adds a sense of ur­gency („just dropped”), while the other cre­ates a feel­ing of con­fi­dence as three mil­lion trav­ellers have al­ready used this site to book their trips online.

4. A call to ac­tion that cre­ates urgency

Your PPC ad is un­likely to con­vert if it does­n’t in­clude a spe­cific call to ac­tion that cre­ates ur­gency and re­in­forces de­sire. If you want searchers to buy your prod­uct, down­load your e-book or sign up for your newslet­ter then tell them to do so. If you have a prod­uct on sale, tell them that they need to act soon oth­er­wise they’ll miss out.

Here are two good examples:

The first in­vites peo­ple to take a spe­cific ac­tion, while the sec­ond uses dis­count­ing to add ur­gency to things.

5. The Dis­play and Des­ti­na­tion URLs

A PPC ad­vert has two URLs:

A) The Dis­play URL which is the vis­i­ble URL in­cluded be­low the head­line and which you can edit as you see fit:

B) The Des­ti­na­tion URL which is the web page where the searcher will land on when he clicks on your ad.

The two don’t have to be the same but what­ever you do, don’t set your des­ti­na­tion URL to your home­page. If you’re promis­ing po­ten­tial cus­tomers flights to New York, then send them to a ded­i­cated land­ing page so they can view what you have on offer.

If you send peo­ple to your home­page then they’ll have to search for what they’re look­ing for on your site, adding in an ex­tra step which will re­duce your con­ver­sion rate.

So there you have it, five tips which should boost the num­ber of peo­ple click­ing on your ads and buy­ing your prod­ucts. Give them a try.

Fea­tured images:

• Li­cense: Im­age au­thor owned
• Li­cense: Im­age au­thor owned
• Li­cense: Im­age au­thor owned
• Li­cense: Im­age au­thor owned
• Li­cense: Im­age au­thor owned